Great topic! I'm interested in this and I have studied pretty much. I found out that by making your app more discoverable in the market, you can drive traffic to it way more easily. I think following article is very useful.Basically it said:
Over this decade, all of us have probably been familiar with search engine optimization. It should be applied now. To be found by customers in an online app store, asking forum, or some famous searching sites such as Google, Bing, etc., Search Engine Optimization cannot be ignored.The first criteria to stand out in the competitive marketplace is to put yourself in your target customers’ shoes. Research carefully to find out how they reach your app and then optimize it. You can use some tools such as Google Analytics or online/offline survey… These statistics not only help you to improve your traffic but also raise your own mobile app’s quality to win customers’ heart.
Here's the full article:
Improving Mobile App Discovery As The Best Strategy To Improve Sales Revenue
Hope it's helpful for you!